Benchmark report

What is a Benchmark Report?

A benchmark report is a comprehensive document that evaluates performance metrics and audience engagement across webinars, virtual events, and digital experiences. Within the ON24 Platform, Benchmark Reports allow customers to compare their own program results with aggregated industry data, providing insights into how their webinars perform relative to peers.

Each annual ON24 Benchmark Report highlights averages and emerging trends across digital engagement metrics such as viewing time, conversion rates, and participation in interactive tools like polls or Q&A. The reports are designed to help marketers understand where they excel, identify areas of improvement, and benchmark their results against thousands of global events.

Published annually, these reports—like the 2025 Webinar Benchmarks Report—also provide actionable takeaways that help marketing teams refine content strategy, audience outreach, and overall event execution.

Why it matters

• Identifies best practices: Offers data-backed insights into what drives audience engagement and conversion.
  
• Enables peer comparison: Lets marketers measure their performance against industry-wide averages.
  
• Drives data-informed strategy: Provides a north star for improving future webinar programs.
  
• Supports ROI storytelling: Helps teams showcase results and justify investment in digital engagement programs.
  

How it’s used

• Compare webinar metrics such as average viewing time, attendance rate, and engagement score against ON24’s global data set.
  
• Use findings to guide decisions on webinar length, content formats, and engagement tool usage.
  
• Present benchmark insights to internal stakeholders to demonstrate program performance and ROI.
  
• Create derivative content from Benchmark Reports—such as blogs, infographics, or webinar discussions—to share key trends and findings.
  
• Track progress year over year to identify shifts in audience behavior, content consumption, or digital engagement trends.
  

Key benefits

• Provides measurable context: Helps quantify webinar success with industry-validated benchmarks.
  
• Improves engagement strategy: Reveals which tactics—like polls or on-demand viewing—drive the most participation.
  
• Encourages innovation: Inspires marketers to test new webinar formats and engagement methods.
  
• Strengthens competitive positioning: Gives teams a clearer understanding of where their brand stands in the market.
  
• Enhances reporting accuracy: Combines qualitative insights with quantitative data from verified ON24 sources.

Data at a Glance

Metric	Average (All Industries)
Increase in registrations for upcoming webinars	3X
Increase in engagement reactions per webinar attendee	68%
Increase in live chat with sales during webinars	51%

Source: ON24 2025 Webinar Benchmarks Report

Verified Benchmark Data: All statistics in this table are drawn directly from ON24’s 2025 Webinar Benchmarks Report and 2025 Digital Engagement Benchmarks Report, representing verified performance data across thousands of events hosted on the ON24 Intelligent Engagement Platform. Metrics validated by ON24’s analytics team and current as of Q2 2025.

Frequently Asked Questions

1. What is an ON24 Benchmark Report?
   
   • It’s an annual report published by ON24 that provides industry-wide insights into webinar and digital engagement performance, helping marketers compare results and identify growth opportunities.
     
2. How can marketers use ON24 Benchmark Reports?
   
   • Marketers use them to analyze their own webinar performance, identify best practices, and benchmark engagement against similar organizations or industries.
     
3. What data do Benchmark Reports include?
   
   • Reports include metrics like average viewing time, attendance conversion rate, engagement minutes, and content interaction statistics.
     
4. Why are Benchmark Reports valuable for B2B marketers?
   
   • They help marketers align strategies with proven trends, improve ROI, and demonstrate measurable success to internal stakeholders.
     
5. Where can I access ON24’s Benchmark Reports?
   
   • Benchmark Reports can be accessed via the ON24 Webinar Benchmarks page or through ON24’s Resources Library.
     

Editorial & Methodology Notice

This glossary entry was created by the ON24 Editorial Team using verified 2025 ON24 benchmark data, platform analytics documentation, and first-party reporting standards aligned with EEAT principles. Updated: October 2025.